In this synchronised business environment, every company is constantly trying to modify their infrastructural business operation through affordable strategic components. Marketing strategy is the essential components to be applied within the business principles for creating strong customer relationship and value. Unilever group is primarily known as Unilever, an Anglo-Dutch multinational company. It is now considered as dual listed company, in UK, it is attributed as Unilever plc and in Rotterdam, it is known as Unilever NV. The primitive aim of this assignment is to create a marketing portfolio based on the incorporated marketing strategies of Unilever. Entire portfolio is addressed to bring an innovative approach on marketing strategy through up taking all variables related to competitors, customers and collaborators.
Within an organisation, marketing is regarded as a set of principles, which is essential to maintain sustainable customer relationship through proper communication, deliverance and offerings. As commented by Trainor et al. (2014), marketing plans and strategic agenda is important to set measurable goal. It can also support to reach predetermined goals within all situational constraints. Unilever is currently stretched over 190 countries all over the world. The organisation has significant impact on their shareholders. Their incorporated business culture is supportive for their major success within the industry. Marketing strategy cannot be applied through the liable assets or resources. In the opinion of Solomon (2014), it can be structured through the capabilities of an organisation. However, there are various arguments on such opinion. According to Boons et al. (2013), an organisation can be successful only through the support of their superior resources. Capabilities are only required to beat competitors.
In Unilever, marketing strategies are created through maintaining the benefit criteria of all respective stakeholders. Based on those purpose following criteria need to be mentioned for clear understanding on market place.
Incorporated modular approach by Unilever is sequential game theory. As a marketing strategy, this theory is adopted to face all economic booms, changing customer preferences, technological advancements and depression. Such theoretical concept is applied based on the organisational capabilities and resources. This theoretical conception is also applied to analyse all possibilities within any circumstances.
Resources: since 1930, Unilever is in operation through their plentiful resources. It supports the company to maintain exponential growth target all, over the world. As a strong paradigm, Unilever is enjoying greater opportunities due to headquarter in London. Such advantage helps the company to enjoy superiority over the rivals within European Market. Over fifty years, Unilever marketing principles are maintained through human, financial and physical resources.
Therefore, such abundant inflow of important resources is critical platform for the organisation to gain sustainable business environment.
As stated by Brandenburg et al. (2014), marketplace can be conceptualised based on market offerings, exchange, customer value, and market myopia and desired outcomes. All those parameters are focused on all the preferences of existing and future customer preferences. Therefore, marketplace is required for business growth and customer retention.
Sustainable brand: a sustainable brand loyalty is maintained by the organisation over one hundred years, not only in UK, but all over the world. Such brand loyalty also supportive for the company to maintain success within competitive global market.
Supply chain: Brower and Mahajan (2013) argued that, a rich and strong supply chain is huge boon for all organisations. Such fact is greatly stated by the Unilever. Organisation personals are very much experienced to procure best product quality and required procedures. Therefore, an eco-friendly supply chain system gets fruitful growth based on the experienced knowledge. Such knowledge is also supportive for the company to gain stability within tumultuous times.
According to Castells (2013), marketing management orientation is the categorised strategy through incorporation of various concepts such as product, marketing, selling, production and societal. Such conceptual paradigm is important to focus properly on what consumer favor. Such preferences are related with quality, performance and features.
Community relationship: Unilever is entirely liable to maintain strong relationship with their customers. Their incorporated CSR activity is engaged with their stakeholders. Therefore, it is supportive to take account customer feedbacks. In 2010, Unilever has been commended for their living plan on sustainability. Stakeholder’s relationship is maintained through strong communication on social network platforms too.
Innovation: as stated by Vila, Bharadwaj and Bahadir (2015), innovation and improvement on marketing strategy is important during uncertain economic environment. Such environments rose due to new consumer frugality and rapid globalisation. In these cases, company culture and value should be criticised based on identified stakeholder’s requirement. In order to stable business stability during such environment, Research and Development (R&D) is maintained strongly as infrastructural components. It is creative methodology, which is highly acclaimed within the market.
Major stakeholders: Within an organisation, stakeholders are referred to a group of individual who have proper interest with the business operation. In Unilever, there are two types of stakeholders, which are external and internal. As a multinational business organization, they have wide range of stakeholders (unilever.com, 2017). Their internal stakeholders are managers, employees and owners. In the other hand, external stakeholders are British Society, suppliers, Governments and Creditors.
Based on the identified capabilities of Unilever their competitive analysis can be demonstrated through the support of SWOT analysis.
This SWOT analysis table will be helpful to rationalise competitive conception on marketing application.
Nestle is another multinational consumer goods company. As per recent report, they are the major competitor of Unilever within UK. Both companies are properly focused on customer relationship management on the matter of wellness and health. However, Nestle not only focused on consumer needs, they are also focused on corporate wellness. Corporate wellness group are responsible for supporting promotion of nutrition value. As per current scenario, Unilever is facing major threats due to consumer choice and technical advancements. Therefore 9ion such cases Nestle is one-step forward than Unilever.
Therefore, it has been visualised that marketing trends and structure of Unilever group is based on stakeholder expectation and essential components of marketplace. Through proper recommended outline within the organisation can be supportive to maintain competitive advantages. Organisation need to observe Nestle strategies on nutrition promotional strategy too. This is required to structure more advanced marketing strategy implementation within the organisation.
In Unilever, future development strategy is aimed to create sustainable business environment through cooperative support of collaboratives and market shareholders. In order to realise such visibility, long term strategy need to be incorporated on branding. Such recommended strategic approach will be supportive to elevate company position within global market.